21 Jul Is your creative vision being realised in store?
You brainstormed, designed, and signed off on your windows and décor months ago. Your new display will be immersive, innovative and it will deliver a sensory experience. You’ve picked a theme and chosen the colour scheme; you know what products you want to feature and how to use lighting to enhance your display. Your concept is on trend and your design is seamless. Ultimately these elements should all come together, to encourage customers to spend more time and money in store.
It’s launch day.
Your London flagship looks incredible, and you know it, because you’ve visited the store yourself. You were involved in the set-up process; you were present at the unveiling and it looks exactly as you envisioned it.
But what does your store in Truro look like? And what about the one in York?
No matter how fool proof your design may seem, there’s still a lot that can go wrong. Manchester doesn’t have a mains connection for the chandelier, Cardiff’s grid won’t take the weight of the mannequins and the vinyl stickers never arrived in Bath.
There’s nothing that’s more disappointing than going to visit stores after a big launch, only to find that the vinyl is wonky, the images are the wrong way around, and one of the fittings is missing. You can’t possibly visit every store personally on the first day of a new launch, and yet every store that isn’t executed brilliantly means a loss of sales for your brand.
Execution is key
Perfect execution has never been more important. According to a recent study, “For retailers, physical stores play a role in sales 79% of the time and excel at converting interest to sales and increasing the value.”
“59% of shoppers want an inviting ambience in-store and 51% of consumers are more likely to buy from brands whose stores are ‘interesting or different’, rising to 63% for consumers aged 18-34.”
This means you need all of your stores to be executing your designs as accurately as possible and you need to manage down the time to compliance.
But it’s simply not possible to visit every store on launch day, so how can you be sure if your creative vision is being realised in every store?
Harness the power of retail operations technology
Retail is going digital. From augmented reality to cognitive computing, and from smart beacons to cardless check outs. We’re seeing the smarter retailers beginning to prioritise investing in technology to get customers into store – whether it’s virtual fitting rooms, or Topshop’s VR waterslide.
Not all technology is good technology, when it comes to re-building the modern store, though. Recently, the retail industry has begun to question the investment in “vanity IT”, technology that doesn’t solve a problem, or directly impact the key day to day processes. VR mirrors are great, but are they really having a lasting impact on the business? Instead, retailers are looking to invest in practical solutions that improve the day to day running of retail and create a measurable improvement in sales.
That’s where StorIQ’s Store View module comes in.
StorIQ Store View provides a collaborative platform for retail teams to share, manage and review in-store visual merchandising standards. The cloud-based software can track task completion, monitor campaign compliance and allows you to know how your creative vision has been executed across the portfolio.
Visual Merchandising teams can send launch guidelines and any associated to stores, which will then appear where they’re most valuable: on your Store’s Dashboard. Straightforward photo uploads make it easy for stores to upload photos, giving regional and head office teams instant visibility across the portfolio and enabling rapid feedback. Photos are held within the StorIQ system, building a visual archive to aid the best possible brand and product presentation across all stores.
As Leonardo DaVinci, who was perhaps the very first notable person to make public spaces that much more beautiful, said: “Simplicity is the ultimate sophistication” – and we completely agree when it comes to your VM tools!
For more information on how StorIQ can help realise both your and your brand’s creative vision – click here.